‘This road brought to you by…’

As the state budget inches closer to passage by the General Assembly, the Virginia Department of Transportation is hoping to raise money by selling the naming rights for roads, bridges and highway stretches.

“We look for revenue generation opportunity where we can, and we try to be creative with it,” VDOT spokeswoman Tamara Rollison said.

She said it has been a struggle for VDOT to maintain Virginia’s infrastructure in light of the department’s financial troubles.

“Our resources and revenues have been dwindling over the years,” she said, noting that a 1986 gas tax increase was the most recent serious increase in revenue. “When we can find innovative ways to partner with the private sector and generate some revenue, we try to do that.”

On March 10, the final day of the regular legislative session, the General Assembly passed two identical bills authorizing the Commonwealth Transportation Board, VDOT’s governing body, to sell the naming rights for such facilities as roads and ferries.

“The Board shall develop and approve guidelines governing the naming of highways, bridges, interchanges, and other transportation facilities by private entities and the applicable fees for such naming rights. Such fees shall be deposited in the Highway Maintenance and Operating Fund,” according to Senate Bill 639 and House Bill 1248.

The legislation, which is awaiting Gov. Bob McDonnell’s signature, says roads and facilities that already commemorate someone or carry a special name cannot be renamed “unless such naming incorporates the previous name.”

Moreover, “No name shall be eligible for the naming rights … if it in any way reasonably connotes anything that (i) is profane, obscene, or vulgar; (ii) is sexually explicit or graphic; (iii) is excretory related; (iv) is descriptive of intimate body parts or genitals; (v) is descriptive of illegal activities or substances; (vi) condones or encourages violence; or (vii) is socially, racially, or ethnically offensive or disparaging.”

Early projections of the prices and sales of road naming rights show that the program could raise a few million dollars per year and $273 million over the next 20 years. That’s a mere fraction of VDOT’s annual budget, which is $4.76 billion for fiscal year 2012.

Still, every little bit helps, officials say.

That’s especially true as the General Assembly holds a special session to craft a state budget for the next two years. The House and Senate have passed competing budgets, and a conference committee is trying to hammer out a compromise acceptable to both chambers.

The Senate version of the budget would delay the opening of tolls in Hampton Roads until 2014. This could cost the state an estimated $125 million. VDOT could offset some of the loss by selling the naming rights for roads.

Virginia already has developed a naming rights program for its highway rest stops, slated to begin later this year.

The central question is whether putting a name on a bridge or road will be attractive to consumers, especially to businesses seeking to expand their brand’s reach.

“I think the companies will love it,” said Bridget Camden, a professor of advertising at Virginia Commonwealth University. “Every time someone hits MapQuest, the name would come up.”

Camden, who spent 20 years in the advertising world working with companies such as IBM, BP and American Express, said companies initially might jump at the chance to brand a highway with their logo if the price is right. But certain factors could deter businesses from buying the naming rights.

“I think it could backfire on them if they can’t control the stretch of road,” Camden said. For instance, roads can have problems ranging from litter to prostitution – and those things could hurt a company’s image.

Camden said controlling the “brand message” and associations tied to a company is key for effective advertising.

“Every company wants their name associated with something positive, but what if that stretch of highway is accident prone?” she asked.

One possible solution is that companies not only buy the naming rights to the road or highway but also “adopt” the stretch and do some basic maintenance.

“Big corporations become very conscious about how they look, so maybe it will be incentive to keep the roads clean,” Camden said.
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Henrico Schools to host College and Career Night Nov. 1


Students of all ages are invited to investigate options for life after high school at Henrico County Public Schools’ 2017 College and Career Night. The annual countywide event offers a chance to talk with representatives of more than 100 universities, colleges and professional programs, as well as about 50 representatives of career options such as businesses and branches of the military.

College and Career Night will take place Wednesday, Nov. 1 from 6 p.m. to 8 p.m. at Henrico High School, 302 Azalea Ave. > Read more.

Business in brief


Henrico-based nonprofit Commonwealth Autism recently received the Standards for Excellence Institute’s Seal of Excellence for successfully completing its accreditation program. Commonwealth Autism voluntarily opened itself to analysis by a peer review team during the last 18 months that examined the organization’s compliance with the “Standards for Excellence: An Ethics and Accountability Code for the Nonprofit Sector.” These standards cover areas such as: mission, strategy and evaluation; leadership – board, staff and volunteers; legal compliance and ethics; finance and operations; resource development; and public awareness, engagement and advocacy. Commonwealth Autism was one of six organizations in the Richmond region to be recognized and the first in the region to achieve full accreditation. In addition to this accreditation, Commonwealth Autism is recognized as an Accredited Charity with the Richmond Better Business Bureau and holds accreditation from the Code of Ethics for Behavioral Organizations (COEBO). > Read more.

Purify Infrared Sauna opens at GreenGate


Purify Infrared Sauna recently opened its second Henrico location at GreenGate Shopping Center in Short Pump.

Owner Mary Woodbridge opened her first Purify location on Patterson Avenue in July 2015. The new store is located at 301 Maltby Boulevard, Suite C, west of Short Pump Town Center. > Read more.

Henrico Master Gardener training program accepting applications through Oct. 27


The Henrico County Office of Virginia Cooperative Extension is accepting applications for its next volunteer Master Gardener training program, which provides instruction in all aspects of horticulture.

Applications for the 2018 training program will be accepted through Friday, Oct. 27. Classes will be held from 9 a.m. to 12:30 p.m. Tuesdays and Thursdays from Jan. 16 through March 22. > Read more.

Henrico Schools to host Oct. 30 job fair


Henrico Schools will host a job fair Oct. 30.

The event, to be held from 10 a.m. to 2 p.m. at the Fairfield branch library, is designed to attract potential full-time and substitute registered nurses, instructional assistants, bus drivers and school nutrition workers. > Read more.

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The 20th annual Benefit Dinner for the Comboni Missionary Sisters will be held at 6 p.m. at Jefferson Lakeside Country Club, 1700 Lakeside Ave. There will also be a silent auction. The Comboni Missionary Sisters are celebrating 67 years of service in the Richmond area. Proceeds from the dinner and auction will be for the Scholarship Endowment Fund for the Comboni Missionary Sisters education in the United States. Full text

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